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How to Leverage Modals on Your B2B Website

Are you looking for an effective way to grab your B2B website visitors' attention and guide them toward specific actions on your site? Modals could be just the website element you and your team need to do that! Used by many marketing teams, modals enable B2B brands to do everything from announcing an upcoming webinar to sharing an exciting product launch.

In this blog post, we’ll provide a comprehensive guide to website modals tailored for B2B marketers. Keep reading to learn what modals are and why you should experiment with them, plus four examples of modals from real B2B brands.

What is a Modal on a B2B Website?

A modal, also known as a lightbox, is a webpage component that appears in front of and disables all other content on the page. To resume interaction with the main content, website visitors must interact with the modal by taking the specific action featured or closing it. Modals are commonly used on B2B websites to guide users' focus toward a desired action or important information on a website.

Why Should You Consider Using  Modals On Your  B2B Website?

Below are just a few of the reasons you should consider experimenting with modals on your B2B website.

Communicate Information Without Disrupting the Buyer’s Journey

Modals facilitate seamless communication with your audience without redirecting them to new pages or opening separate windows. Once visitors engage with the modal or close it, they can continue their browsing experience right where they left off.

Maximum Visibility

Modals ensure that your website visitors see your offers or announcements. Since modals appear within the visitor’s active tab, the promotional content you include in a modal is impossible to miss.

Space Efficiency

With modals, you can effectively highlight timely information and announcements while keeping your main pages focused and clear.

B2B Website Modal Examples

 Looking for inspiration to get started with modals on your B2B website? Take a look at these five examples from leading B2B brands.


Content marketing platform, Contently, shows site visitors the below modal once they’ve scrolled halfway through one of the brand’s many blog posts. Although Contently would like visitors to “Schedule a Discovery Call” via the modal, even if they don’t the visitor can continue to enjoy the brand’s blog content and click around the site.

Contently B2B Modal Example

Sprout Social

Looking to re-engage visitors who are about to exit your site? Follow Sprout Social’s lead by experimenting with exit intent modals. When a visitor moves their mouse toward the “back” button of their browser, the social media management software brand shows the visitor the below modal encouraging them to book a demo before they go.

Sprout Social B2B Modal Example


When visitors load UserGuiding’s homepage, they’re greeted with a modal inviting them to the product onboarding brand’s upcoming webinar. Modals like these help to give visitors a more robust view of your brand, while still keeping them on the homepage. If visitors do decide to register via the modal, they’ll provide the brand with their email address—incredibly powerful and valuable zero-party data.

UserGuiding B2B Modal Example


Marketing calendar software company, Coschedule, places an exit intent modal on its homepage that directs visitors to sign up for a forever-free calendar. The modal serves as a last-ditch effort to get new users through the door— and for the low price of free.99, the Coschedule drives a hard bargain!

Coschedule B2B Modal Example

We hope these five examples give you the inspiration you need to start experimenting with modals on your B2B brand's website. If you’re already using Intellimize, sign into your account now to start testing out modals ASAP! 

AI for B2B Marketers Blueprint